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March 2018

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J.Lindeberg throws open the gates to its new concept store in Stockholm. Besides complete collections for men and golf, the boutique will contain an entire floor dedicated exclusively to tailored menswear.

The address is Biblioteksgatan 6, a venerable building from 1899, at the very core of the city's most exclusive shopping district.

The novel interior decoration acknowledges the architectural heritage whilst adding a contemporary twist; approaching from the street, one is greeted by a six meter tall shopfront conceptualised as a stage for innovative window displays and installations. Within the store, untreated concrete floors set the stage for redesigned vintage furniture.

"The concept is based on contrasts between traditional and unconventional, industrial and refined. A certain bohemian elegance has been allowed to permeate the space and add to the atmosphere," says architect Albert France-Lanord.

This idea resonates with the clothing range on sale. A tasteful mix of sporty, modern, and tailored that merges with carefully chosen accessories - contemporary as well as vintage - creates a unique combination.

On street level, the space holding the main collection also features a room-within-the-room for golf wear, while one floor above, shirts and suits are tailored from an impressive range of top-quality fabrics.

This is a collaboration with Gianfranco Bomenzzadri, who also works with brands including Bottega Veneta, Jil Sander, and Balenciaga, of Parma, Italy. The attention is focused on first-class trade skills and meticulous service provided by the knowledgeable staff.

"The concept store gives us the opportunity to communicate J.Lindeberg's vision and new direction towards a premium segment.

We see an opportunity to offer first-rate fashion for the uncompromising customer, from progressive sportswear through to impeccable, tailor-made suits," says CEO Stefan Engstrom.

The new store is the first in a line of concept boutiques due to open around the world.